March 1, 2021

Why Censorship On Plant-Based Dairy Affects Everybody

In 2017, the European Court of Justice ruled that dairy terms can no longer be used for plant-based alternatives, such as cheese, butter and yoghurt. The regulations were put in place “in order to stabilise the markets and to ensure a fair standard of living for the agricultural community”.

And the censorship is about to get worse; if a new set of rules are passed, known as Amendment 171, it will be illegal for plant-based foods to be compared to dairy products at all.

When the amendment is introduced, vegan producers will also be prevented from discussing the health or environmental advantages of their plant-based products. As brought to light by ProVeg, this amendment would totally counteract the consumer shift to more sustainable eating habits that are urgently needed to fight climate change.

When it comes to issues like climate change, the science is clear - switching to a plant-based diet can, and will, fight climate change. We need to make adopting a plant-based diet (even if it’s only part-time) as easy as possible.

A petition championed by ProVeg explains how the amendment would impact the consumption of plant-based food;

“In this way, amendment 171 would not only hide information from consumers, but also hinder innovation and the emerging sustainable food sector”.

Some European politicians have spoken out against the ban. Francisco Guerreiro, a Portuguese politician, has publicly blasted the EU’s proposed dairy ban; “we know how to read labels and distinguish cow milk from plant-based milk”.

Claiming that the amendment supports farmers and the agricultural industry is no excuse. There are organisations such as Refarm’d, who help former dairy farmers to produce and deliver vegan oat milk. The world desperately needs to make changes towards a sustainable future, and governments should be doing more to help farmers make the switch towards plant-based food industries - not hinder it.

So what can you do to help?

ProVeg has created a petition urging the European Commission and EU Member States to reject Amendment 171 and put a stop to plant-based dairy censorship.

The petition, which is supported by companies such as Oatly, Upfield and Quorn, urgently needs your support to raise awareness of this highly irresponsible potential move.
Please add your name to the petition asking the European Union to stop plant-based censorship, share the petition amongst your network and help others understand the devastating impact Amendment 171 could have on the fight against climate change.

February 15, 2021

The Big Brands Going Vegan

It goes without saying - we’re not exactly living our best lives right now, are we?

Although we’re collectively going through one of the most difficult periods in our lifetime, we try to keep a positive outlook here at Kindly Made. And as tough as today's world may feel at times, many of the difficult events witnessed in 2020 have led (or are leading towards) huge cultural shifts. 

We take this as an indication that we’re moving towards a better future

One major shift that can be celebrated right now is the massive number of corporations who are joining the plant-based revolution. From a business perspective, this makes total sense - the demand for vegan-friendly products continues, and will continue to rise. In fact, the number of Veganuary participants saw a 45.2% increase in 2021, with over half a million people signing up to the plant-based pledge.

And why not? In addition to the many benefits you can gain from switching to a plant-based diet, there has never been an easier (or more delicious!) time to go vegan.

Of course, it’s important to first recognise the many smaller companies who originally serviced the vegan community and advocated for a kinder world through their products. Without these players, the demand for vegan products wouldn’t be there in the first place. We hope to see continued diversity in the marketplace, and local, innovative brands continue to be celebrated and supported.

However, we equally feel that every business that switches cruelty-free products is a massive win for our community. And the more that these shifts are celebrated and recognised, the more influence the vegan movement will have on the world.

Here are some of the big brands that have made some big (plant-based) changes in their business;


What comes to mind when you think of a classic, all-American hamburger? For most people, the image of a Big Mac comes to mind.

As McDonald’s is usually known for their meat-heavy, convenience-first food products, we were pleasantly surprised to hear they are trialling pea-based protein burgers in test markets. The “McPlant” burger was developed in collaboration with Beyond Meat, and the patty will also be offered as a flexible meat-substitute item.

McDonald’s will trial the McPlant in Sweden until March 15 and in Denmark until April 12. We hope this is the beginning of the McPlant being offered globally and we would also love to see the burger being prepared on separate equipment.

Burger King

Ronald McDonald isn’t the only one who is changing their old ways! 

Burger King has also responded to consumer behaviour changes by launching the plant-based “Rebel Whopper” in the UK and Europe. In addition to this, Burger King EU is also launching the “Rebel Chicken King,” a plant-based “chicken” patty, 

While some critics have pointed out that the Rebel Whopper includes non-vegan mayo and is prepared on the same grill as meat, we truly believe this is a company that is stepping in the right direction. Every opportunity for a customer to choose a plant-based meal over meat should be celebrated, and we feel this is only the beginning of killing animals for food being phased out - for good.


Another multinational American chain that dominates the market is also responding to changing consumer behaviour - Starbucks.

Starbucks recently had a fully-vegan menu in one Seattle location to test new plant-based menu items in-store. In fact, Starbucks has a history of making bold moves by adapting to consumer behaviours, being one of the first major chains to offer soy milk alternatives in the 1990s. 

Although we’re disappointed to hear that the trial has since ended, we commend Starbucks for being a leader in introducing plant-based milk and meal items to their stores. We hope they decide to introduce fully vegan menus in the future as more people embrace a cruelty-free lifestyle.

(And we’re happy we now have milk alternatives other than soy, too.)

Baby formula

Now, this is something we’re really excited to hear about! A ‘world’s first’ plant-based baby formula will be launched later this year, and it’s made from entirely organic ingredients.

The plant-based nutrition company Sprout Organic creates products for infants and children, and will launch a new vegan milk formula in health food stores, independent supermarkets and pharmacies around Australia. 

Now technically speaking, Sprout Organic isn’t a big business - but it certainly will have a huge impact in the baby food category. Australia has the highest standards in the world regarding infant formula, so it can only be expected that their formula will offer a stronger nutritional profile than already existing dairy-free infant formulas in the marketplace.

Breastfeeding isn’t always an option for mothers, so we’re thrilled to hear that there will be more dairy-free choices available for those who need to use infant formula. And given the known adverse effects that dairy can have on infants... we think it’s best to leave the cow’s milk to the baby cows. 

Pepsi Co

If you’re someone who follows the stock market, this is surely news you’ve recently heard about.

California-based company Beyond Meat has announced a partnership with PepsiCo to develop a range of vegan foods and drinks - dubbed The PLANeT Partnership. The venture was released via a press release on the PepsiCo website;

“Beyond Meat shares PepsiCo's passion for creating products that are good for both people and the planet, using simple, plant-based ingredients with no GMOs or bioengineered ingredients. The company believes there is a better way to feed our future and that the positive choices we all make, no matter how small, can have a great impact on our personal health and the health of our environment.”

Hearing major corporations like PepsiCo state that there is a “better way to feed our future” truly fuels our belief that we’re on the cusp of witnessing a massive shift in the world that is so desperately needed. We can’t wait to see what products they launch in the future!


Although there is nothing luxurious about dead animal skin… there’s no denying that leather seats in cars can give a certain luxurious feel. 

Luckily, future car buyers will now have an option that is both cruelty-free and luxurious at the same time - thanks to the car manufacturer MINI.

MINI will soon be going leather-free, opting for recycled interiors that still have a luxurious touch and feel. Oliver Heilmer - MINI’s head of design - spoke to British car magazine Autocar about the decision to go leather-free. "We're totally convinced that we will have modern and high-value products without leather.”

Best of all? The new MINI’s will also be super sustainable; featuring 100% recycled fabric seats, and 70% recycled fabric in the seats underlining.


Yep, the fast-food giants are taking notice of the worlds changing consumer behaviours!

Whilst KFC has already offered plant-based menu items for quite some time, we’re really excited to hear about this new change.

In response to the concerns that many vegans have around KFC cooking plant-based foods alongside chicken foods, KFC Canada will permanently cook these foods in a separate fryer.

Whether or not KFC is somewhere you’d like to eat, there’s no denying that the company has demonstrated their ability to hear and address their customers' concerns with this move. We’re sure the Coronel would be extra proud if KFC decided to make this change globally, too!

January 14, 2021

New work: “Endless Amsterdam” exhibition design for Arcam Amsterdam

Amsterdam is will become a circular city. Major steps will be taken in the next five years towards a significant reduction in the use of materials. The city aims for a fully circular economy by 2050. What does this transition mean for the residents, businesses, flora and fauna? Can urban growth be sustainable? And how does this reflect to the already built environment. In the exhibition "Endless Amsterdam" Arcam offers an in-depth introduction to the ideas, agreements, users and residents of the circular city of Amsterdam.

We've helped Arcam Amsterdam to create an engaging and strong brand identity for the exhibition "Endless Amsterdam". The brand identity consists from making the word-mark, colours schemes, Typography, illustrations & infographics.

ARCAM - EndLESS Amsterdam
ARCAM - EndLESS Amsterdam
ARCAM - EndLESS Amsterdam
ARCAM - EndLESS Amsterdam
ARCAM - EndLESS Amsterdam
ARCAM - EndLESS Amsterdam

Want to know more about our services? Please do not hesitate to contact us at or call +31 (0)6 53 66 26 51.

January 14, 2021

New work: Art Direction & Photography for plant-based sushi brand Sem Sem

There is no better way to end 2020 and start 2021 with plant-based sushi! Our client Sem Sem opened the first plant-based sushi delivery service in Monnickendam, The Netherlands. As the demand for plant-based food is sky rocketing in The Netherlands and it slowly starts to expand outside of the city borders of Amsterdam, there was no better moment to veganize one of the most popular foods of the last decade.

Sem Sem choose Kindly Made as their partner to create the photography and art direction of the brand. The art direction, consisting of food styling, choice of material and composition, ensures a stylish and luxurious look on the website and social media channels, such as Instagram and Facebook.

Plant-based pok, photography & artdirection
Plant-based sushi menu overview, photography & artdirection
Plant-based sushi , photography & artdirection

The results are stunning!

Want to know more about art direction, photography or any other services Kindly Made can provide? Please do not hesitate to contact us at or call +31 (0)6 53 66 26 51.

September 16, 2020

Who are the new plant-based consumer groups?

It comes as no surprise that during 2020 the online marketplace has continued to evolve and grow more rapidly than anyone could have ever predicted, with many traditionally offline industries also jumping on board.

And as quickly as the retail landscape is changing, so is the average consumer. It’s safe to say that any doubts around vegan-ism being a ‘trend’ have been put to rest - 2019 was declared ‘the year of the vegan’, and the number of people switching to plant-based continues to rise.

Millennials choosing to give up meat and animal by-products are indeed leading this movement,  but veganism is growing in popularity across the board. Even Britain’s Queen Elizabeth II has become the first monarch to stop using real fur - further proof that conscious consumerism is here to stay.

Biological and vegan businesses are no longer small players in the marketplace. In reality, vegan businesses such as Alpro and Beyond Burger are giving traditional FMCG brands a real run for their money. As the pull of plant-based power continues to rise, brands need to stand out from the crowd more than ever before. Different measures need to be taken to get the consumers attention, and having a solid brand strategy is imperative for success.

Gone are the days of the tree-hugging vegan hippie stereotype - plant-based consumers can no longer be classified as the one target audience. These are the four key vegan consumer groups that we see in the marketplaces for brands to consider, based on our experience and knowledge of the industry.


There’s no doubt about this consumer group; they are proudly vegan, and they are passionate about making the world a better place. 

Plant-based Purists deeply connect with the label of ‘vegan’, they are highly informed on the environmental, ethical and health benefits of not consuming animal products. They are extremely conscious of all of their purchases and tend to avoid buying replacement products that contain a high amount of additives or chemicals. Whilst they do this to reap the health benefits of a vegan diet, their motivations tend to come more from a place of ethical and/or sustainability considerations. 

Brands who want to appeal to this consumer group need to make sure that they’ve done their homework - they need to be confident that no stone has been left unturned when their product is developing because the Plant-based Purists can often be the harshest critics. To appeal to this group we recommend a strategy that communicates your contribution to a better future intelligently and effectively, and make this information easy to access.


The Wellness Warriors are also strictly vegan, but their motivations can be quite different from plant-based purists. This group of people are extremely committed to their health; they start their day early with meditation or exercise, they take good care of their diet and they’re always keeping up to date with the latest wellness protocols and products. 

Wellness Warriors genuinely love moving their body and consuming products that they know are good for them. The choice to become vegan comes quite naturally - they’ve done the research, and that’s enough to convince them it’s the best decision for their longevity. But unlike their more socially-conscious counterparts, their motivations come from a somewhat self-centric place.

So what does this mean for businesses? Messaging around the environmental and ethical benefits of a product may go unnoticed with this group - focus on the health (or even weight loss) benefits for these consumers instead.


Vegan-ish Visionaries are more often than not vegetarians who are trialling an entirely plant-based diet or consumers who eat plant-based for the majority of their meals (for example, Monday to Friday). 

Ideally, this consumer group will always go for the most ethical choice - but their willpower isn’t as strong as the previous two groups. Their motivations can be a mix of ethical, environmental and wellness, leaning to the side of having a well-intentioned social conscience. However, they struggle to commit to switching over completely and sometimes consume products that go against their values (without even realising). 

To appeal to this target group, brands should think about how they can decide to choose ethically as easy as possible. Clear use of language and bold packaging can be quite impactful, as well as highly visual advertising campaigns.


Veganism is a trend that Curious Consumers have heard about and are willing to try. They may have signed up for Veganuary, or another plant-based challenge, and are open to the idea of making dietary and lifestyle changes.

This consumer group tends to be foodies and love experimenting with new flavours. They have grown up eating meat and never put much thought into their choices, but are now becoming aware of the reasons why to live cruelty-free. If they are honest with themselves, they are apprehensive that they will feel satisfied with only consuming entirely plant-based meals, but they already love to choose the vegetarian burger option based on their taste preference. 

Like the Vague Vegans, it’s important to grab this consumer group's attention when choosing in the supermarket aisle. In addition to this, influencer marketing and PR could be an interesting area of focus to introduce your brand as a ‘tried and trusted’ product.

Want to know more about plant-based consumer groups or know which group fits best with your brand? Contact us to schedule a discovery session.

See which brand we have helpen with the creation of a strong brand? Have a look at our case studies.

Ready to grow your
Plant-based brand?

Book a free 30 min consultancy call with founder Timo Kramp and discover how we’re going to make an impact on your brand.


brand packaging
design for plant-based
consumer goods